Avenue C wins AMP media pitch
Avenue C has won AMP’s media account following a “hotly contested” competitive pitch process.
The independent media agency has been tasked with all of AMP’s media planning and buying responsibilities, excluding search and affiliate marketing which will continue to be managed by the brand’s in-house media team.
The Australian financial services company is aiming to continue driving strong customer engagement across the full funnel, which Avenue C will support.
It will also help the ASX-listed brand grow with its “roadmap of product innovation ahead”.
Chief marketing officer at AMP, Tina Cleary, said throughout the pitch process, Avenue C demonstrated a great understanding of the brand’s ambitions.
“Their team brought a sharp strategic lens paired with an impressive ability to connect long-term brand growth with short-term performance outcomes,” she said in a media release on Tuesday.
Avenue C’s managing partner, Hugo Cutrone, echoed Cleary, adding: “From day one, there was strong alignment around how we could elevate their brand through full-funnel media thinking and smarter performance integration.
“AMP is a brand with rich heritage and big ambition, and we’re excited to help bring that vision to life.”
AMP has a market cap of $3.2 billion.
Last month, Avenue C was also appointed by Zip Water as its ANZ media partner, with responsibilities including paid media overseeing the comms strategy in collaboration with specialist agencies Eddy Agency, Australian Digital, and Steve Liu.
It also recently worked with haircare brand Thanks To Nature to launch its first ever OOH campaign across JCDecaux and QMS’ networks.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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